There are three problems with advertising in any form, whether broadcast or
Consumers do not trust advertising.
Dan Ariely has demonstrated that messages attributed to a commercial source have much lower
credibility and much lower impact on the perception of product quality than the same message
attributed to a rating service. Forrester Research has completed studies that show that
advertising and company sponsored blogs are the least-trusted source of
information on products and services, while recommendations from friends and
online reviews from customers are the highest.
Consumers do not want to view advertising. Think of watching network TV news and remember that
the commercials on all the major networks are as closely synchronized as possible.
Why? If network executives believed we all wanted to see the ads they would be staggered, so that
users could channel surf to view the ads; ads are synchronized so that users cannot
channel surf to avoid the ads. Consumers do not need advertising.
My own research suggests that consumers behave as if they
get much of their information about product offerings from the internet, through
independent professional rating sites or community content rating services like